Case 2 Guinness 2011 Contents Guinness 3 The beer 3 Mayor regions 3 Diageo 4 Guinness Mission Statement 4 Target segmentation 5 The Japanese distribution system 5 How to Set Up Business in Japan/ Laws & Regulations on Setting Up Business in Japan 6 Section 1. Incorporating Your Business 6 1.1 Types of operation in Japan 6 Guinness distribution in Japan 8 Outline of Guinness® products in Japan 9 Marketing Strategy 10 Competitors 10 Yebisu/ Asahi strategy 11 Asahi Beer
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Introduction Guinness is the most popular Irish stout which originated in St. James’ gate in Dublin in 1759. Arthur Guinness is the man behind the product and now has a day named in his honour. On the 24th of September Arthurs day happens all over Ireland where a special promotion of the drink with big music events happening early evening in most pubs around Ireland. Guinness is available in over 100 countries and brewed in 50. Sponsorship enables Guinness to enhance brand value by associating
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GUINNESS Introduction- Guinness is a world renowned brand now owned by Diageo which has been around since 1759. It is steeped in Irish history and is a distinctly Irish brand mostly recognised by its black colour‚ famous Brian Boru harp and Arthur Guinness signature which is on every bottle. The Guinness brand has changed dramatically over the years from the old cartoon style illustrations of sea lions‚ strong men and Toucans ‚ slogans such as “Guinness is good for you” and “my goodness my
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0………Product and Branding Strategies……………………………………………......9 4.1……… Guinness most popular branding strategies 12 5.0…………Pricing Strategies……………………………………………................................13 6.0……..Promotional Strategies……………………………………………………………14 6.1………Arthurs Day 14 6.2………Hurling 14 7.0.………Distribution 15 References 16 List of Figures Figure2.2.1..........Guinness Demographic views 6 Figure4.0.1..........EXTRA STOUT 10 Figure4.0.2..........DRAUGHT GUINNESS 10 Figure4.0
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Strategic Marketing Marketing Strategy for Guinness Introduction Guinness is a renowned stout (beer) company in Ireland‚ and throughout the world. It is particularly famous for its unique taste and its quality. The beer is an icon for Ireland‚ with is epic advertisements and classic colour of black and white. Arthur Guinness established the stout in 1759‚ at St. James’ Gate in Dublin. The company has survived years of competition through its creative advertising and high quality product. Mission
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ABSTRACT This is a report investigating and analyzing main marketing activities of Guinness- Diageo. An examination of the organization’s orientation was analysed‚ strengths‚ weaknesses‚ opportunities and threats peculiar to Guinness Diageo was reviewed in comparison with academic literatures. The competitive advantage Guinness Diageo has over its competitors was reviewed and the impact‚ positive and negative‚ of the organization’s marketing mix was subsequently evaluated. BACKGROUND OF DIAGEO Diageo
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The company´s history Zu1. Arthur Guinness the founder of the Guinness Company was born in Celbridge in 1725. His father Richard had an own brewery and brew beer for workers. He taught his son in the art of brewing and bought him at least a little brewery in Leixlip. Zu 2. At the age of 34 Arthur leased a disused brewery in Dublin at St. James´s Gate. Within 2 years he married Olivia Witmore a wealthy‚ well connected young lady in Dublin society. With Olivia he had 21 children of which
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but only because of free beer and for students with discount No 7 if not what price? 10 Euro(6x)‚ 8 Euro (1x) How improve? * More free Guinness * More guided tours * Reduced prices in the gift shop * More structured interior design‚ it was confusing * Too many restaurants * Can’t buy beer in gravity bar * Tell whole Guinness story at the beginning * More cash registers in the store * More screens because it was so crowded * Price for food is too expensive
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Advertising in Ireland [pic] Written By: Clovis O Donohoe Contents ▪ Aims and Methodology 1 ▪ Introduction 2 ▪ Alcohol advertising today 3-4 ▪ How it has changed 5-6 ▪ Laws 6-7-8 ▪ Case Study: Guinness Advertising Campaign 9-10 ▪ Statistical Analysis 11 ▪ Conclusion 12 ▪ Bibliography 13 ▪ Appendix 14 Methodology In doing this report I got information from web sites such as www. absoloute astromony.com‚drugs
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GUINNESS® Current Marketing Mix Product GUINNESS® currently markets four alcoholic beverages: the original GUINNESS® Extra Stout‚ GUINNESS® Draught‚ GUINNESS® Foreign Extra Stout‚ and GUINNESS® Black Lager. GUINNESS® is made from stout malt‚ hops‚ yeast and water. The original brew is defined by its unmistakable deep-dark color‚ the crisp hint of roasted barley‚ the fresh breeze of hops‚ and a refreshing bite. It is characterized by a creamy smooth nose with subtle fermentation fruitiness (banana/pear)
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